Test Bank For Advertising And Integrated Brand Promotion, 7th Edition

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1.Inthenewworldofadvertising,massmediaisnonexistent.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge2.Consumerpreferencesandnewtechnologiesarereshapingthecommunicationenvironment.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Knowledge3.Theorganizationthatpaysforanadvertisementisreferredtoastheclient.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge4.Abrandthatdoesnotmeetcustomerneedscanstillbeverysuccessfulifitadvertisesitsproductsextensively.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Comprehension

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5.KristenCross,anactress,wasinterviewedbynewsreportersaboutwhatshethoughtherfansshouldknowabouthernewmovie.Thiswouldbeconsideredasanadvertisement.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application6.Atelevisioncommercialshowingtheeffectsofsmokingdisplaysafreshappleandanotherthathasdecayed.Theadstates,"Smokingkills."Thecommercialwaspaidforbyamedicalcompany.Thisisanexampleofapublicserviceannouncement.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Application7.Afirmthatmanufacturesadevicethatalleviatessleepapnea,producesatelevisioncommercialthatdeliversfactsabouttheproduct.Therefore,theobjectiveoftheadisnottopersuadethecustomerbecausetheadispurelyinformational.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application

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KEYWORDS:Bloom's:Knowledge8.OrangeInc.,acellphonemanufacturer,haslaunchedpromotionsofitsnewproductinlocalnewspapers,billboards,andthecompany'swebsite,andhasdistributedflyersinlocaluniversities.Thisisanexampleofanintegratedbrandpromotion.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application9.Integratedbrandpromotion(IBP)toolsincludevarioustypesofadvertising,butdoesnotincludetraditionaladvertisingforms.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Knowledge10.Anadvertisementreferstoaspecificmessagethatanorganizationhascreatedtopersuadeanaudience.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge11.Mass-mediatedcommunicationhasthreemajorcomponents:production,accommodation,anddistribution.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-2NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlan

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12.AtargetaudienceisaparticulargroupofconsumerssingledoutbyanorganizationforanadvertisingorIBPcampaign.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Knowledge13.Aproducerofeducationalmaterialswantstodeliveranadvertisingmessagetoanaudienceofteachersandprincipals.Inthisscenario,personalsellingwouldbethebestoptionbecausethistoolisappropriateforlargegroupsofpeople.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application14.Governmentofficialsarethemostconspicuousaudiencecategoryinthatmostmassmediaadvertisingisdirectedatthem.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Knowledge15.Blitz,apopularkitchenappliancesmanufacturer,launchesitsnewlineofblenders.Topromoteitsproduct,itusesthesamebillboardadsacrossdifferentcountriesaroundtheworld.Thisisanexampleofinternationaladvertising.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application

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KEYWORDS:Bloom's:Knowledge16.Harry'sWorldisadepartmentstorethatoperatesinthreedifferentstatesinthecountryofRhodia.Harry'sWorldadvertisesitsstoresonlyinthesethreestates.Thisisanexampleofregionaladvertising.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application17.Themarketingmixinvolvesfourareasofresponsibility—conceiving,pricing,promoting,anddistributing—involvedinthepromotionofgoods,services,orideas.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge18.Advertisingisonlyoneareaofthemarketingmix,anditrepresentsonlyoneofthemanydifferentintegratedbrandpromotiontoolsusedinthemarketingmix.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Comprehension19.Abrandvariantiscreatedwhenacompanyadaptsandexpandsitscurrentbrandintoanewproductarea.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:Product

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20.Brandequityoccursoverashortperiodoftime.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge21.Consumers’perceptionscanbebasedontangibledifferencesoronimageandstylefactors.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Comprehension22.Theessentialtaskforadvertisingistodevelopamessagethatisdifferentandunmistakablylinkedtoacompany’sbrand.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Comprehension23.Cuddles,ababy'sretailclothingbrand,usesthesoftestcottonwoolthatenablesitsproductstostandoutfromthoseofitscompetitors.Cuddleshasusedexternalpositioningtostandoutoveritscompetitors.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:StrategyKEYWORDS:Bloom's:Application

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24.Themarketingprocessisdesignedtogeneraterevenueforthefirm.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:StrategyKEYWORDS:Bloom's:Knowledge25.Whenanorganizationcreateslarge-scaledemandforitsbrand,thequantityofproductproducedisincreasedwhichleadstohigherunitproductioncosts.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:StrategyKEYWORDS:Bloom's:Comprehension26.Primarydemandstimulationislikelytohaveanimpactonlyonthoseproductsthathavebeeninthemarketforalongtime.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:StrategyKEYWORDS:Bloom's:Knowledge27.Alate-nighttelevisioncommercialforkitchenappliancesurgesviewerstorespondtothead.Itstates,“Callthistoll-freenumberinthenext30minutestoreceiveafreecuttingboard”andassuresthemthat“Operatorsareonduty.”Thisisanexampleofdirectresponseadvertising.a.Trueb.FalseANSWER:TrueDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application

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28.Delayedresponseadvertisingreliesonimageryandmessagethemesthatemphasizethebenefitsandsatisfyingcharacteristicsofabrand.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Knowledge29.Grossdomesticproductisthemeasureofthetotalvalueofgoodsandservicesproducedbyanorganization.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge30.Advertisingisrelatedtothegrossdomesticproductinthatitcancontributetolevelsofoverallconsumerdemandwhenithelpsintroducenewproducts.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge31.Whenabrandisperceivedbyconsumersasoneinwhichthevalueofproductsislowerthanitscosts,thebrandissaidtohavebrandequity.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:StrategyKEYWORDS:Bloom's:Knowledge

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32.Symbolicvaluediffersfromsocialmeaninginthatsocialmeaningreferstowhataproductorservicesmeanstoanorganizationinanon-literalway.a.Trueb.FalseANSWER:FalseDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:ProductKEYWORDS:Bloom's:Comprehension33.Socialmeaningreferstowhataproductorservicemeansinasocietalcontext.a.Trueb.FalseANSWER:TrueDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-4NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:ProductKEYWORDS:Bloom's:Knowledge34.Integratedmarketingcommunicationlaysemphasisoncommunication,andnotonthebrand.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-5NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge35.Tosurviveintoday’smarketplace,contemporarybusinessesandorganizationsarestronglyfocusingononesingleconcept—communication.a.Trueb.FalseANSWER:FalseDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-5NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge

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36.FirmshavenotfullyexploitedalltheopportunitiesthatsmartphonesoriPads.a.broadcastmediab.mobilemarketingc.personalsellingd.printmediahastoofferthroughcommunicationviadeviceslikeANSWER:bDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyitcSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Comprehension37.Whichofthefollowingistrueregardingadvertising?a.Advertisingisaexternaltothesocialinteractionprocess.b.Advertisingissolelyresponsiblefortheincreaseofproductsales.c.Advertisingplaysapivotalroleinworldcommerce.d.Advertisingisasimplecommunicationprocess.ANSWER:cDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThin-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge38.KidsCause,ametropolitanoutreachorganizationthatcollectsanddonatestoysforneedychildren,buysairtimeonWXXY(alocalTVstation)topromoteitsannualtoycollection.AmazingAds,alocaladagency,shootsthevideoandproducesa30-secondcommercialandDowntownDelidonatessandwichesforvolunteersonthedaysthatKidsCausecollects,wraps,anddistributestoys.Inthispromotionaleffort,whoistheclient?a.AmazingAdsb.DowntownDelic.WXXYd.KidsCauseANSWER:dDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application

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LEARNINGOBJECTIVES:NATIONALSTANDARDS:STATESTANDARDS:KEYWORDS:AIBP.OGUI.15.1-1UnitedStates-BUSPROG:ReflectiveThinkingUnitedStates-Ohio-DISC:PromotionBloom's:Application39.Publicserviceannouncements(PSAs):a.areatypeofadvertisingthatarerunbynonprofitorganizations.b.arecommercialtheywaythatadsare.c.attemptonlypersuadeandnottoinform.d.arenotpaidforlikeanad.ANSWER:dDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThin-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge40.Rachel,themayorofGenovia,hadrecentlyappearedonalocalnewstelecast.Shestatedthatsheshouldbere-electedbecauseshecontributedtotheincreasedrateofemploymentinthemetropolitanarea.Inorderforhermessagetobeconsideredasanadvertisement,whichofthefollowingconditionsshouldbemet?a.Themessagemustbenoncommercial.b.Theremustbe apublicserviceannouncementincluded.c.Theairtimemustbepaidfor.d.Themessagemustinvolvethepromotionofaproduct.ANSWER:cDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application41."Makelove,notwar"statedattheendofaradiostationbroadcastisanexampleof:a.amobileadvertisement.b.influencermarketing.c.personalselling.d.apublicserviceannouncement.ANSWER:dDIFFICULTY:Moderate

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KEYWORDS:Bloom's:Application42.Whichofthefollowingisanessentialcriteriaforcommunicationtobeconsideredasanadvertisement?a.Thecommunicationmustbenoncommercial.b.Itmustbeamass-mediatedattempttopersuade.c.Themessageconveyedmustbeshort.d.Itmustinvolveface-to-facecommunication.ANSWER:bDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Comprehension43.Basedonthecriteriathatdefinesadvertising,whichofthefollowingexampleswouldbeconsideredasadvertising?a.Acandidateforcitycouncilgoingdoor-to-doorurgingpeopletovoteforherb.Acarmanufacturerstatingtheefficiencyofitsproducttomotivatecustomerstomakeapurchasec.Apublicserviceannouncementaboutthedangersoftalkingonthephonewhiledrivingd.AnactorbeinginterviewedontelevisionabouthiscampaigntoaidpeoplewithphysicaldisabilitiesANSWER:bDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application44.YouStock,anonlinebroker,paysfor a60-secondtelevisioncommercialtobetelecastduringtheFootballWorldCup.ThecommercialpromotesthereliabilityofYouStock’sadvice,expertise,andpersonalattentioninassistingonlinecustomerswithstockportfoliocreationandmanagement.ThespotcreatedbyYouStockis:a.apublicserviceannouncement.b.apoint-of-purchaseadvertisement.c.representativeofpersonalselling.d.anadvertisementpromotingaservice.ANSWER:dDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:Strategy

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LEARNINGOBJECTIVES:NATIONALSTANDARDS:STATESTANDARDS:KEYWORDS:AIBP.OGUI.15.1-1UnitedStates-BUSPROG:ReflectiveThinkingUnitedStates-Ohio-DISC:PromotionBloom's:Application45.Integratedbrandpromotion(IBP)canbedefinedas:a.thecollaborationoftwoormorebrandswithinasingleadvertisementwiththeintentofsharingcosts.b.thecoordinationof anumberofpromotionaltoolstocreatewidespreadbrandexposure.c.acompany'sdecisiontofocusonawiderangeoftraditionaladvertisingformstoreplacenontraditionalforms.d.auniqueconceptseenmainlyinlocaladvertisingcampaigns.ANSWER:bDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Knowledge46.Whichofthefollowingistrueofintegratedbrandpromotion(IBP)?a.Itisasimpleprocess.b.Itusespromotionaltoolsthatdonotneedtobeevaluated.c.Itpreventstheexposureofabrand.d.Itallowmarketerstoreachtargetcustomersindifferentways.ANSWER:dDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-1NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Knowledge47.NatureFresh,alocalgrocerystorechain,hasdecidedtorunaseriesofadvertisements.Forthistobeconsideredasanadvertisingcampaign,NatureFresh'sadsmust:a.focusonstoreproductsratherthanstoreservices.b.targetamassaudience.c.appearinprintmedia.d.beunpaidcommunication.ANSWER:bDIFFICULTY:Challenging

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48.Thetwomajorcomponentsofthemass-mediatedcommunicationmodelare:a.primarydemandandselectivedemand.b.advertiserandconsumer.c.internalpositionandexternalposition.d.productionandreception.ANSWER:dDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-2NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:MarketingPlanKEYWORDS:Bloom's:Knowledge49.Inthemodelofmass-mediatedcommunication,the:a.producersofthemessagecontrolthereceptionofthecontent.b.producersofthemessagecontroltheinterpretationofthecontent.c.consumersinterpretadsin awaythatmakessensetothemindividuallyandservestheirneeds.d.receiver'sinterpretationsareinvariablycompatiblewithwhattheproducerintendedtoconvey.ANSWER:cDIFFICULTY:ModerateLEARNINGOBJECTIVES:AIBP.OGUI.15.1-2NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Comprehension50.Bradandhiswife,Carlaarewatchingacommercialthatthey’veneverseenbefore.Bradthinksthattheadishumorous.However,Carlafindstheadmonotonousanduninteresting.Thisexampleillustratesthat:a.adsareinterpreteddifferentlybasedonaperson'sexperiencesandbeliefs.b.whatamessagemeanstoanygivenconsumeris afunctionanisolatedsolitarythinker.c.theadiscommunicatedeffectivelytoitstargetaudience.d.theadcontainsthesamemeaningforallaudiencemembers.ANSWER:aDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-2NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Application

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51.DuringtheNationalBasketballChampionship,anationalsportsequipmentmanufacturerrunsanedgy,fast-pacedcommercialfeaturingawell-knownhiphopartist.Agroupofuniversitystudentswatchingtheadinafraternityhouseinterpretsthecommercialinroughlythesameway.Whichofthefollowingisareasonwhyaudiencemembersshareasimilarinterpretationofthead?a.Thebackgroundsandvaluesystemsofaudiencemembersaresimilar.b.Theinterpretationofanadisafunctionofanisolatedsolitarythinker.c.Adscontainasinglemeaningforallmembersofatargetaudience.d.Communicationisinherentlyanindividualprocessandnot asocialprocess.ANSWER:aDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-2NATIONALSTANDARDS:UnitedStates-BUSPROG:ReflectiveThinkingSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Application52.Aparticulargroupofconsumersthatissingledoutbyanorganizationforitsadvertisingorintegratedbrandpromotioncampaigniscalled:a.atargetaudience.b.cooperativeadvertising.c.afocusgroupd.asponsorship.ANSWER:aDIFFICULTY:EasyLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:CustomerKEYWORDS:Bloom's:Knowledge53.Thepromotionaltoolusedmostoftentocommunicatewithmembersofatradechannelispersonalselling.Whichofthefollowingisareasonbehindthis?a.Personalsellingisthemostinexpensiveformofcommunication.b.Membersoftradechannelsarethemostconspicuousaudience.c.Membersoftradechannelsarethetargetaudienceforproducersofonlyhouseholdproducts.d.Thetargetaudiencerepresentsarelativelysmall,easilyidentifiablegroup.ANSWER:dDIFFICULTY:ChallengingLEARNINGOBJECTIVES:AIBP.OGUI.15.1-3NATIONALSTANDARDS:UnitedStates-BUSPROG:AnalyticSTATESTANDARDS:UnitedStates-Ohio-DISC:PromotionKEYWORDS:Bloom's:Application

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